News Archive
Don't risk members' loyalty
GYMS could be risking member loyalty by ignoring the needs of two thirds of their members according to new research.
BMRB Sport has revealed that while 28 per cent of members are loyal enough to definitely recommend membership to a friend, an almost equal amount, 27 per cent, would not.
The sports research company have offered advice to gyms on how to tailor their treatment of members to improve their loyalty and improve their chances of getting recommendations.
They surveyed over 1000 health centre members and divided them into groups by looking at their primary motivations for joining the gym and their gym going habits.
Their analysis revealed that loyalty from members was based on three key areas.
These included physical benefits, like getting fit and the equipment available; the social benefits of relationships with other members and staff and, finally, overall value for money.
They took these fundamental motivations and divided the survey participants into four groups.
The largest group of members in the survey, representing 35 per cent, were classed as ‘confident socialites’.
These clients, typically under 35 and with a female bias, enjoy the social aspects of going to the gym and prefer a busy and energetic atmosphere.
This was classed as a loyal group, with 38 per cent recommending their gym to friends.
However, while this suggests gyms are meeting the needs of this type of member, gyms were warned that focussing purely on them could alienate other clients.
Attention was also drawn to the smallest and youngest group, described as ‘unengaged newcomers’.
These members may avoid gym staff, lack motivation and are least likely to recommend membership to their friends.
However, looking after this segment of members has huge potential for a gym as young people are more likely to stay loyal throughout adulthood if they are catered for at this stage.
Recommendations for doing this include offering discounted memberships for younger people, as well as specific classes catering for their music and exercise preferences.
The conclusion drawn is that segmenting members in this way will allow them to be targeted much more effectively than with a ‘one size fits all’ approach.
GYMS could be risking member loyalty by ignoring the needs of two thirds of their members according to new research.
BMRB Sport has revealed that while 28 per cent of members are loyal enough to definitely recommend membership to a friend, an almost equal amount, 27 per cent, would not.
The sports research company have offered advice to gyms on how to tailor their treatment of members to improve their loyalty and improve their chances of getting recommendations.
They surveyed over 1000 health centre members and divided them into groups by looking at their primary motivations for joining the gym and their gym going habits.
Their analysis revealed that loyalty from members was based on three key areas.
These included physical benefits, like getting fit and the equipment available; the social benefits of relationships with other members and staff and, finally, overall value for money.
They took these fundamental motivations and divided the survey participants into four groups.
The largest group of members in the survey, representing 35 per cent, were classed as ‘confident socialites’.
These clients, typically under 35 and with a female bias, enjoy the social aspects of going to the gym and prefer a busy and energetic atmosphere.
This was classed as a loyal group, with 38 per cent recommending their gym to friends.
However, while this suggests gyms are meeting the needs of this type of member, gyms were warned that focussing purely on them could alienate other clients.
Attention was also drawn to the smallest and youngest group, described as ‘unengaged newcomers’.
These members may avoid gym staff, lack motivation and are least likely to recommend membership to their friends.
However, looking after this segment of members has huge potential for a gym as young people are more likely to stay loyal throughout adulthood if they are catered for at this stage.
Recommendations for doing this include offering discounted memberships for younger people, as well as specific classes catering for their music and exercise preferences.
The conclusion drawn is that segmenting members in this way will allow them to be targeted much more effectively than with a ‘one size fits all’ approach.
Formula one team gym moves up a gear with new equipment
RENAULT’S Formula One team are being kept on track with new equipment for their Human Performance Centre Gym.
Fitlinxx and Johnson Health Tech UK have teamed up to provide the state of the art stations at the company’s testing headquarters in Oxfordshire.
The facility is the backbone of Renault’s Formula One team and hundreds of staff remain on site all year round, producing and testing car components.
Due to the centre’s remote location, the gym is an integral part of it’s staff amenities.
It is also used by the Renault Driver Development (RDD) programme which offers specialised training to talented young drivers.
Trainee Lucas di Grassi said: “Being a professional driver requires a high level of fitness in order to gain performance in the car, therefore, training is key to our results.”
Daryl Coombes, Human Performance Centre Manager at Enstone, is responsible for the staff and the RDD team’s fitness.
He said: “Our drive towards excellence in all aspects of physical training has been enhanced by Johnson Health Tech’s Matrix fitness equipment and FitLinxx.
“We are pleased to welcome FitLinxx as a partner to our gym.
“This intelligent system will most definitely help our work force enhance their fitness, and also motivate our drivers to train by themselves without risking injury.”
RENAULT’S Formula One team are being kept on track with new equipment for their Human Performance Centre Gym.
Fitlinxx and Johnson Health Tech UK have teamed up to provide the state of the art stations at the company’s testing headquarters in Oxfordshire.
The facility is the backbone of Renault’s Formula One team and hundreds of staff remain on site all year round, producing and testing car components.
Due to the centre’s remote location, the gym is an integral part of it’s staff amenities.
It is also used by the Renault Driver Development (RDD) programme which offers specialised training to talented young drivers.
Trainee Lucas di Grassi said: “Being a professional driver requires a high level of fitness in order to gain performance in the car, therefore, training is key to our results.”
Daryl Coombes, Human Performance Centre Manager at Enstone, is responsible for the staff and the RDD team’s fitness.
He said: “Our drive towards excellence in all aspects of physical training has been enhanced by Johnson Health Tech’s Matrix fitness equipment and FitLinxx.
“We are pleased to welcome FitLinxx as a partner to our gym.
“This intelligent system will most definitely help our work force enhance their fitness, and also motivate our drivers to train by themselves without risking injury.”
Owners told to stand out from the crowd
GYM owners must do more to develop a brand which separates them from the crowd, an expert has revealed.
Derek Barton, CEO of Barton Productions, told visitors to this year’s IHRSA show in San Francisco that branding is vital as it acts as a signpost, detailing company values.
He said: “Branding is the most important thing for a company as it tells the customer what you are all about.
“Lots of gym owners do not think they are a brand. Companies in other industries have instantly recognisable brand logos but in the fitness business people water them down.
“If the biggest brands in the world are using corporate colours and logos, why aren’t gym owners?”
Derek added that operators should not underestimate the marketing power of a good-looking, colourful logo and brand design.
“They need to be aware that people who come to a gym are looking for a place with atmosphere and will be willing to pay more for a successful brand, but I think some gym owners are naive and do not realise it is that important.
“Owners need to look at branding their gym in the same way as farmers do with their cattle - to make them stand out in a crowd.
“Look at other big brands outside the fitness industry. Look at their website and merchandise and see how consistent and instantly recognisable the brand is.
“The biggest companies are created from a great brand - if you don’t think like a big brand, then you will never be a big brand.”
Derek also said that gyms should have a ‘wow’ factor and that one of the biggest obstacles preventing them from creating a successful brand is that they just do not know how to sell fitness.
“The biggest benefit for people who work out in the gym is that it will change their attitude both physically and mentally.
“However, some gyms focus so much on price that the customer gets the feeling that it is all they have to offer. Let people know the benefits of exercise. One of the main reasons why they quit is because their gym is missing that emotional connection. The instructors don’t even know their name and they are missing good customer service.
“Owners should ask themselves, does my brand speak for what I do? A successful brand should say this is who we are and this is what we stand for.”
GYM owners must do more to develop a brand which separates them from the crowd, an expert has revealed.
Derek Barton, CEO of Barton Productions, told visitors to this year’s IHRSA show in San Francisco that branding is vital as it acts as a signpost, detailing company values.
He said: “Branding is the most important thing for a company as it tells the customer what you are all about.
“Lots of gym owners do not think they are a brand. Companies in other industries have instantly recognisable brand logos but in the fitness business people water them down.
“If the biggest brands in the world are using corporate colours and logos, why aren’t gym owners?”
Derek added that operators should not underestimate the marketing power of a good-looking, colourful logo and brand design.
“They need to be aware that people who come to a gym are looking for a place with atmosphere and will be willing to pay more for a successful brand, but I think some gym owners are naive and do not realise it is that important.
“Owners need to look at branding their gym in the same way as farmers do with their cattle - to make them stand out in a crowd.
“Look at other big brands outside the fitness industry. Look at their website and merchandise and see how consistent and instantly recognisable the brand is.
“The biggest companies are created from a great brand - if you don’t think like a big brand, then you will never be a big brand.”
Derek also said that gyms should have a ‘wow’ factor and that one of the biggest obstacles preventing them from creating a successful brand is that they just do not know how to sell fitness.
“The biggest benefit for people who work out in the gym is that it will change their attitude both physically and mentally.
“However, some gyms focus so much on price that the customer gets the feeling that it is all they have to offer. Let people know the benefits of exercise. One of the main reasons why they quit is because their gym is missing that emotional connection. The instructors don’t even know their name and they are missing good customer service.
“Owners should ask themselves, does my brand speak for what I do? A successful brand should say this is who we are and this is what we stand for.”
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